THE BEST OF INTIMA – 07/2009 - (Page 148)

Interview Intimacy’s success Summer 2009 will see the opening of a new Intimacy store in Dallas which comes right on the heels of the spring opening in San Diego, bringing the total of Intimacy stores in the US to eight, but not for long: Susan Nethero, also known as “The Bra Whisperer”, owner and founder of Intimacy Boutiques, has a plan to make sure every woman in the US can reach an Intimacy store in no more than an hour, and that means a lot more stores. Talking to Susan Nethero is a truly inspiring and overwhelming experience. In under 30 minutes she will have you thinking “W ow, bra fitting really does change a woman’s life” and “The business has such a strong long term potential”, which explains why Intimacy has grown to be as successful as it is and why brands turn to Susan to understand what is needed on the market. The Best of Intima was amongst the first to spotlight Susan and David’s skills and potential back in 2004 (The Best of Intima no 1/2005), when the Atlanta store won the prize for Best Reference Store category at the 2004 Best Shop A wards and figured amongst the world’s best100 stores in SSWW The Book. Despite having an extremely booked agenda Susan takes part in the yearly Best Shop Awards ceremony organized by The Best . of Intima as Guest of Honor The Best of Intima is proud to bring you face to face with one of the most inspiring women in the intimate apparel business. SUSAN NETHERO US and Canadian brands. With time we have moved towards a more European mix and selection which means we get better quality , more size options for every style and more beauty. Now the brands we carry at Intimacy are 80% European. W e have been in service What changes have you seen in the in- for 17 years and over the last 10 years the retimate apparel industry since you ope- volution has been the increase in styles and ned your first store in 1992? colors for women of all sizes. Further it was alIn the beginning the offer was mainly international ways believed that a full bust meant a full figure. W ell in Europe they know a full bust could also mean a lean figure so brands are realizing they also have to cater to that segment. We began sourcing many more bras from Europe and continue to focus on unique brands and styles that add options for every customer need. In the beginning there were no T -shirt or nude bras I remember in about 1994 setting up a display of skin tones bras and thinking that we would have the best selection of nude bras for women It was a new phenomenon! Also European brands were not interested in T-shirt nude bras for the first 5-7 years. W e wanted style selections, color and a full range of sizes 148

Table of Contents for the Digital Edition of THE BEST OF INTIMA – 07/2009

Contents and Index
Shop Scouting Wolrdwide - BOI's Selection from Asia to Europe
Newer Notables
- Hakuna Matata
- Eres
- Frankie Morello
- Misa
- Shan
- Petit Bateau
- Printemps
- Barbara's New Beginnings
- Arianne
- Romantika
- Passionata
BOI's Survey - What really sells in focus
Expert - Trends to shine through economic gloom (part2)
Retail News - Aimer, Elizabeth Hurley
Photo shoot - Hide and seek
SS 09/10 Lingerie Trends
Talent
- Giadadanielle
- Patrice Catanzaro
Brand New
- Parah, Armani
- Made by Niki
- Panos Emporio, Jog
- Shocking Princess, Edith Desmarais
- la Fée Verte, Porzia T
- Lejaby, Save the Queen
- Andrès Sardà
Photo shoot - Above and beyond
Tête à tête - Stella McCartney
Launching
- Hot Milk, Fruit de la Passion
- Jenna Leigh, Zinke
- Equmen, Between the Sheets
- Cosabella, Maidenform
- Britta Uschkamp, Maison Close
Portrait
- All about Martha Rey
- Graffinis by Paul Cartelli
In Stock - Brands' in stock items ready for order
SS 09/10 Beachwear Trends
Event
- Femmy Gala 2009, Hollywood Glamour
- Va Bien's first 30 years
- Chantelle’s 60th Anniversary, Lingerie Miami
- Hug Awards 2009, Wacoal (Fights for the Cure)
Interview - Ann Deal wins award
Report - Think Green at the Underfashion Club
Business News - Oroblù, Maidenform, Secret Curves, MY Lingerie, Iconix
Undercover
Exhibition update
- Curve
- Mode City
- Mare di Moda
- Calendar
Network Express - Network Dessous' ten wroldwide magazines
Expo - The Lace Experience
Fabric News - Recticel, Radici Spandex, Maglificio Ripa, Lycra
Fabric trends - F/W10 key fabric trends

THE BEST OF INTIMA – 07/2009